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mcdonaldization

Thai translation: ¡ÒþѲ¹Òͧ¤ì¡ÃẺáÁç¤â´¹ÑÅ´ì

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GLOSSARY ENTRY (DERIVED FROM QUESTION BELOW)
English term or phrase:mcdonaldization
Thai translation:¡ÒþѲ¹Òͧ¤ì¡ÃẺáÁç¤â´¹ÑÅ´ì
Entered by: nhum_nop
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17:03 May 12, 2002
English to Thai translations [Non-PRO]
Tech/Engineering / communication
English term or phrase: mcdonaldization
3. THE DIMENSIONS OF McDONALDIZATION

In order to better understand what McDonaldization is all about and therefore better to delineate its supposed influences in the realm of information, one must begin to ask what typifies it and wherein lies the attraction of this model. Ritzer identifies what he calls four "alluring dimensions" to producer and consumer alike, namely efficiency, calculability, predictability and control. Each of these four has led to beneficial and irreversible changes in a wide variety of concerns. Before proceeding to look at how they have their effect on information related concerns, let us first have a look at what it means in general and in the McDonald's context.

Efficiency is described as the "...optimum method for getting from one point to another..." (Ritzer, 1996, p. 9). Knowing the way McDonald's and a growing number of other businesses operate, it is hardly necessary to expand on this. Each and every process of the business is organized to ensure that everything happens at the right time and the right place (never too early and never elsewhere) to ensure that the maximum gratification for the customer and the maximum profit for the company are ensured. If this was all there was to it, you might have been forgiven for thinking what all the fuss is about.

Perhaps it is in its dimension of calculability that the character of the McDonald's model is best revealed. Exactly so many patties have to come from a pound of meat, the buns must be of a certain exact size and the patties again have to have a certain limited fat content so that, after being cooked, it will still have a larger diameter than the buns, the fries must be of a certain thickness and the bags must never be too full or too empty. It is easy to see how seemingly neutral measures, meant to ensure standardization, eventually lead to the reduction of the processes of production to a game of numbers. Even though this may not be too harmful in the case of hamburgers and fries, the spread of an attitude like this will in the case of the majority of industries of necessity lead to depersonalisation of both customers and workers. Another facet of calculability is the accent that is being put on size. In the case of McDonald's the very example is the Big Mac, but a multitude of examples can be gathered from just about every type of business, whether in America or elsewhere. This inevitably leads to quantity being mistaken for quality.

Predictability is maybe the one dimension of the McDonald's setup that is most directly aimed at how it is perceived by its customers. It is imperative that the products must be the same everywhere, so that being in Moscow or Peking (or Johannesburg, for that matter) wouldn't be that big a problem if you get homesick: at least McDonald's would be the same as it is back home. Naturally this would preclude any possibility of cus- tomers expecting anything else than the standard McDonald's fare (in any case, why should they?) and, more important, of any McDonald's employee showing a tendency towards innovation or initiative.

The dimension of control, in so far as it has not been implied by the foregoing, is attained "...especially through the substitution of nonhuman for human technology..." (Ritzer, 1996, p. 11). This tendency, by far not unique to McDonald's, enable the company to far better control the uniformity of production and to at least partly eliminate the hassles of having to deal with human beings. Even the implied threat of replacing human with other technology enables further control over employees. But it is not only the employees that need to be controlled, but also the customers. This is ac- complished by a range of subtle measures, among which not the least is the restriction of menus to a limited number of items, the utilization of customers to do work them- selves, such as carrying food to the tables and litter away from it, and of course the availability of hard chairs which certainly does not encourage customers to linger.

As has already been said, this identification of certain prominent dimensions of the McDonald's way of doing is not meant to suggest that it is all detrimental to the interests of society. To the contrary. Quite a large number of advantages can be mentioned to offset the disadvantages of the effect it has on the environment and the dehumanizing work settings that are created. Probably most prominent among the advantages is the fact that more products and services are available and that this availability is less dependent on time and geographical factors. Thus such services are available to more people as well as quicker and more conveniently. The fact that products of a more uniform quality and with more economic alternatives are available, leads to the comfort created by stability. On a social level the biggest advantages are probably that a lot of people are enabled to do things at night that were previously impossible, and that all people are treated similarly.
thanaporn
¡ÒþѲ¹Òͧ¤ì¡ÃẺáÁç¤â´¹ÑÅ´ì
Explanation:
¡ÒþѲ¹Òͧ¤ì¡ÃẺáÁç¤â´¹ÑÅ´ì µÒÁª×èÍá¿Ã¹äªÊìáÎÁàºÍÃìà¡ÍÃìáÁç¤â´¹ÑÅ´ì¹Ñè¹áËÅФÃѺ ¹èÒ¨Ðà»ç¹ÈѾ·ì»ÃÐÂØ¡µì´éÒ¹àÈÃÉ°¡Ô¨/¡ÒúÃÔËÒÃ/¡ÒõÅÒ´ ÁÒ¡¡Çèҷҧ෤¹Ô¤¹Ð¤ÃѺ
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xxxwiwatchang
Thailand
Local time: 03:13
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Summary of answers provided
4 +2¡ÒþѲ¹Òͧ¤ì¡ÃẺáÁç¤â´¹ÑÅ´ìxxxwiwatchang


  

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1 hr   confidence: Answerer confidence 4/5Answerer confidence 4/5 peer agreement (net): +2
¡ÒþѲ¹Òͧ¤ì¡ÃẺáÁç¤â´¹ÑÅ´ì


Explanation:
¡ÒþѲ¹Òͧ¤ì¡ÃẺáÁç¤â´¹ÑÅ´ì µÒÁª×èÍá¿Ã¹äªÊìáÎÁàºÍÃìà¡ÍÃìáÁç¤â´¹ÑÅ´ì¹Ñè¹áËÅФÃѺ ¹èÒ¨Ðà»ç¹ÈѾ·ì»ÃÐÂØ¡µì´éÒ¹àÈÃÉ°¡Ô¨/¡ÒúÃÔËÒÃ/¡ÒõÅÒ´ ÁÒ¡¡Çèҷҧ෤¹Ô¤¹Ð¤ÃѺ

xxxwiwatchang
Thailand
Local time: 03:13
Native speaker of: Native in ThaiThai
PRO pts in pair: 46
Grading comment
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Peer comments on this answer (and responses from the answerer)
agree  sfjames: You could just transliterate the whole word, since the article explains it anyway.
7 hrs

agree  zwcorp
16 days
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